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Benefits of Display Advertising


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Benefits of Display Advertising

  1. 1. Display AdvertisingFrom  branding  to  direct  response   Click  To  Learn  More  
  2. 2. Visually Dynamic Capture  a3en4on   Engage  your  audience   Influence  decisions  
  3. 3. Display  adver4sing  gives  marketers  the  opportunity  to  reach  prospects  at  every  stage   Image  source:  Bizo  
  4. 4. BrandingAudience  Connec4on  •  Build  trust  and  rela4onships  
  5. 5. In  the  US  market  the  Online  Publishers  Associa7on  found  an  increase  of  nearly  30%  in  site  visita7on  and  55%  more  7me  spent  on  the  brand’s  website  due  to  online  branding  campaigns  on  average.     Online  Publishers  Associa4on:  The  Silent  Click:  Building  Brands  Online,  2009  
  6. 6. Direct ResponseDrive  conversions  •  Generate  leads  
  7. 7. US  research  conducted  by  Nielsen  analyzed  400  digital  campaigns  and  found  a  32%  average  increase  in  offline  sales,  while  also  showing  that  online  display  adver7sing  was  able  to  create  a  157%  average  ROI.     Nielsen:  Net  Effect  US,  2009  
  8. 8. Build an Effective Campaign1.  Iden4fy  goals  and  an4cipated  outcomes  2.  Establish  target  audience  3.  Establish  budget     –  suggested  15%  of  total  adver4sing  budget  4.  Design  custom  ad  5.  Measure,  adjust  and  op4mize  
  9. 9. Best Practices1.  Include  a  clear  message  2.  Create  a  prominent  next  ac4on  visual  3.  Include  promo4ons/offers  if  available  4.  Experiment  with  colors  5.  Balance  ad  content  –  clean  and  easy  to  read  6.  Visible  brand  name  and  URL  7.  Measure  performance  and  op4mize  
  10. 10. Flexibility Test  different  colors   Try  different  templates   Play  with  sizes   Adjust  Call-­‐to-­‐Ac4on  
  11. 11. Considerations Demographic  reach   Geographic  reach   Behavior  targe4ng   Ad  scheduling   Remarke4ng   Mobile  reach  
  12. 12. Cross MediaCombining  display  with  other  forms  of  adver4sing  results  in  a  more  powerful  campaign.  •  Enhance  the  impact  of  other  forms  of  marke4ng  •  Expand  marke4ng  reach  •  Reinforce  message   Cecilie  Burleson,  Sept.  2012